Right now Brad Pitt is off at the Venice Film Festival with sons Maddox and Pax, while Angelina is in Nice with the other ten or fifteen Jolie-Pitts. But Brad is still pushing the socially conscious agenda that he committed to so conspicuously after he and Angelina teamed up. His latest project is an aloe vera body wash from Kiehl’s. The company guarantees the wash will be produced in environmentally responsible ways and promises to donate the profits to environmental charities. Brad’s involvement is fairly low-key, consisting of a note of endorsement for the label (which you can see here). However, his charity Make It Right, which is building environmentally sustainable homes in New Orleans, will be one of the first beneficiaries.

All very nice, of course. But it’s mystifying that Brad and the beauty firm opted to pass up the Fight Club marketing tie-in. Kiehl’s expects to raise more than a million dollars for charity with this stuff, but a soap with Tyler Durden’s mug on the label and a slogan like “Go Green–Soylent Green!” would fly off the shelves like hotcakes. Of course, it might also remind people of that scene with the lye, which was hardly aloe vera soothing. I guess there’s always a down side.